One of the biggest food and beverage companies, PepsiCo has extended its UEFA Women’s Football partnership through 2030.
The arrangement, which will include the Pepsi, Lay’s, and Gatorade companies, covers the Women’s Champions League from the 2025-26 season, the first season of the new league phase format, through 2029-30. It also includes the Women’s EURO 2029.
As part of the deal, the Pepsi Kick Off Show will appear at both the Women’s Champions League final and the Women’s EURO 2029 final. Furthermore, Pepsi-branded in-stadium activations consist of live performances and fan-powered events prior to kickoff, beginning with the quarterfinals.
Lay’s will promote the game by means of exclusive digital content and immersive in-stadium experiences.
Meanwhile, Gatorade is broadening access to the game via its global ‘Fuel Tomorrow’ campaign by supporting grassroots programs, offering equipment and safe playing spaces, and investing in coaching development. Gatorade will also assist UEFA’s elite referee initiative, as well as have a prominent presence on the sidelines for Women’s Champions League and Women’s EURO matches.
Guy-Laurent Epstein, UEFA Marketing Director, said, “As women’s football continues to reach new heights, we’re delighted to extend our fruitful partnership with PepsiCo and its iconic brands, Lay’s and Gatorade. PepsiCo’s longstanding commitment to growing the game aligns seamlessly with UEFA’s new Women’s Football Strategy – driving investment, visibility and growth at all levels of the football pyramid. Together, we will continue to elevate the women’s game, inspiring the next generation of players and fans alike.”
PepsiCo is the very first UEFA Women’s Football partner to sign an extension for the next commercial cycle.
Adam Warner, Vice President Global Sports & Entertainment Partnerships at PepsiCo, said, “For over 50 years, football culture has been in our DNA, championing players and fans alike through partnerships, campaigns, and communities that celebrate the spirit of the game. Football is a global passion, and PepsiCo is uniquely positioned to continue creating unexpected moments that inspire fans and drive commercial success.
“Extending our partnership with UEFA Women’s Football harnesses the power, resources, and scale of three iconic brands to further elevate the sport. This renewal, alongside the prestige of the UEFA Women’s Champions League, will expand the reach and impact of the game, driving its continued growth on the world stage.”
PepsiCo’s sponsorship rights also include the UEFA European Women’s Under-19 and Under-17 Championships, the UEFA Women’s Futsal EURO, and UEFA’s Together #WePlayString project.